This document discusses the importance of social media for marketing and promotion. It notes that social media allows companies to directly communicate with customers to understand their wants and needs. The document outlines several social media platforms that are useful for companies, such as blogs, content communities, and social networking sites. It argues that managers need to understand social media in order to effectively incorporate it into integrated marketing communication strategies. Social media is a powerful promotional tool if used correctly to target specific markets.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
The below slide show is a compendium to The Big Thaw. We pulled out the most thought-provoking information and implications for independent media, including:
* The four overarching questions that media orgs/journalists need to address in order to thrive in coming years.
* A breakdown of current industry changes, future realities and their implications for independent media.
* Graphs of journalism's old and new value chain.
* Four key recommendations for independent media outlets to explore as they plan for the future.
Lessons From A National Industry Awareness CampaignPCI
Crafting an effective industry awareness campaign takes powerful strategy, careful execution and patience. Here is a look at what other industries may take away from the National Biodiesel Board's (NBB) very successful nationwide Advanced Biofuel Initiative.
Social Currency Impact Ranking (Abbreviated) VIVALDI
This is an abbreviated version of the Social Currency Impact Ranking that was released by Vivaldi Partners Group, a strategic consulting firm that includes a digital and technology agency known as Fifth Season.
In the report, Vivaldi Partners Group ranks the best brands that most effectively leverage the social behaviors that influence the degree to which individuals share a brand or information about a brand with others.
This abbreviated ranking shows the top 10
The report is a ranking of the brands in the Social Currency 2012 Report. Both reports, and all of the Social Currency research reports, can be downloaded from the Vivaldi Partners Group website: http://vivaldipartners.com/vpsocialcurrency/about
More information on Social Currency 2012 can be found at: http://www.vivaldipartners.com/sc2012
Presentación en el Primer Coloquio sobre la Investigación en la Facultad de Filosofía y Letras de la UNAM.
Dra. Araceli Reyes Berni
México, D.F., abril de 2012
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
The below slide show is a compendium to The Big Thaw. We pulled out the most thought-provoking information and implications for independent media, including:
* The four overarching questions that media orgs/journalists need to address in order to thrive in coming years.
* A breakdown of current industry changes, future realities and their implications for independent media.
* Graphs of journalism's old and new value chain.
* Four key recommendations for independent media outlets to explore as they plan for the future.
Lessons From A National Industry Awareness CampaignPCI
Crafting an effective industry awareness campaign takes powerful strategy, careful execution and patience. Here is a look at what other industries may take away from the National Biodiesel Board's (NBB) very successful nationwide Advanced Biofuel Initiative.
Social Currency Impact Ranking (Abbreviated) VIVALDI
This is an abbreviated version of the Social Currency Impact Ranking that was released by Vivaldi Partners Group, a strategic consulting firm that includes a digital and technology agency known as Fifth Season.
In the report, Vivaldi Partners Group ranks the best brands that most effectively leverage the social behaviors that influence the degree to which individuals share a brand or information about a brand with others.
This abbreviated ranking shows the top 10
The report is a ranking of the brands in the Social Currency 2012 Report. Both reports, and all of the Social Currency research reports, can be downloaded from the Vivaldi Partners Group website: http://vivaldipartners.com/vpsocialcurrency/about
More information on Social Currency 2012 can be found at: http://www.vivaldipartners.com/sc2012
Presentación en el Primer Coloquio sobre la Investigación en la Facultad de Filosofía y Letras de la UNAM.
Dra. Araceli Reyes Berni
México, D.F., abril de 2012
Patient-centric social media for outcomes and pharmacovigilance consideration...Inspire
Through the use of de-identified Big Data from online patient forums open to healthcare providers, the pharmaceutical industry may glean useful insights into both the safety of existing products as well as future needs of patients. Post-marketing safety surveillance for pharmaceuticals currently relies on data from adverse event reports to companies or regulatory authorities, medical literature, and observational databases. Together these sources provide some insight into everyday product safety or risk, but the unique insight the patients themselves can offer is also highly desirable.
Using insights from a 2016 research project involving Inspire, GlaxoSmithKline (GSK) Pharmaceuticals, and Epidemico, an innovative informatics company, we are exploring the use of social listening data for pharmacovigilance and other R&D concerns. A core question is, “What valuable insights can we glean from social listening to help improve patients’ lives—whether through improved safety, more relevant clinical trials, or research and development of new treatment options?”
Success in the "Pull Economy" means understanding that a number of significant business principles have changed. In a hyper connected world information flows much faster and more freely. Organisations as a result are subjected to a growing level of collective intelligence and value creation from outside the company's walls brought on by the increased collaboration of customer/consumers, consumers, employees and suppliers in what is now a much larger ecosystem of data, conversation, innovation and participation. There needs to be a knowledge framework to help companies manage this transformational change and maximise as much value from it in a way that benefits the business and the customer/consumer.
Marketing for the Digital Consumer – Roadmap for CPG Companies Infosys
In this document know how the digital revolution has thrown up range of opportunities for the CPG companies and how they can utilize these opportunities to generate value.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
This is a document and concept written and developed by myself and other strategists at iCrossing. It focuses on the big shift in digital publishing, and the marketing imperative of brands becoming publishers to better connect in a highly interactive society.
Brands today have an unprecedented opportunity to engage with consumers in more and more meaningful ways. The media landscape has been transformed. The industry has fragmented, digital channels and platforms have proliferated, and social networks have created an expectation among consumers that brands will engage them directly. In such a climate, business and marketing leaders have rushed headlong into publishing—they’d be foolish to stay on the sidelines—but few brands have been successful. One of the major reasons brands fail at publishing is they lack the strategic vision, talent, process, and technical infrastructure required to support the ongoing creation of effective content.
This report gives an overview of developments forcing brands to become publishers, outlines the signs of brand publishing success, and presents the key investments in capabilities needed to get there.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
In the modern world of startups these days, social media is an important means of spreading awareness. Smartphones are used by each and everyone these days. Resulting in often people scrolling through social media and searching for entertaining content.
With companies looking to reduce customer support via calls and increase adoption of the new forms of Web-based communication,SOCIAL MEDIA has emerged as a channel with the potential to re-write some of the conventional rules. This whitepaper shares the right framework that companies must adopt while embarking on a social-media for customer service foray -- http://bit.ly/9EI3o4
1. AllenWaiters
MBA 636
Term Paper
The role of social mediaisplayingamore critical role fornot onlymarketersbutalsocompanies
whoare tryingto reach outto as many customerstheycan. International firmsalsoneedtobe savvy
withSocial mediasince manyfirmsdependonittopromote theircompanyandtheirproduct. Social
mediaisthe keyto reachingoutto potential customersandfindoutwhattheyspecificallywant. Inthe
past,marketerswouldwaste time andvaluable resourcestryingtopromote theirproductwithlittle
success.
Promotingproductshas become essential,whilethe oldwaysof promotingproductssuchas
coupons,advertisinginthe local newspaper,andradioadvertisementare effective inreaching
customers. Many firmsare not utilizingthe powerof the internettocommunicate withcustomersand
promotingtheirproducts. Today’ssocietyismore andmore adaptable andfirmshave to adaptwith
rapidchangesin technologiesandtrends.
Promotioncanbe difficultforcompanies especiallywhenpromotingtoforeigncountries. Many
companieshave fall inthe trapof notknowingtheirpopulationwell enoughthattheirpromotionstend
to fail. Marketershave forgottentheirtargetsegmentorare cluelesstothe countriestheyare
promotingtheirproductsto. Theyalsotendto forgetor are ignorantof the customsandculturesof the
foreigncountries. Many marketershadto go the countryor have knowledge of the countrytheyare
promotingtheirproducts.
The worldhas change so much that marketerscanresearchthe regionor segmentthattheyare
promotingto. Eventhoughunderdevelopedcountriesmanynotbe advance like the UnitedStatesor
otherwesternEuropeancountries,manyof the peopleuse mediaoutlets anditisa good source of data
2. that marketerscanuse,share,and utilize forpromotion. Manysocial mediaoutletsprovidedfree
advertisingandpaidadvertisingwhichisinexpensivecomparedto traditional advertisingand
promotion. Manypeople use differentoutletand alsopromote acompany’sproductor a company
itself eitherintheirFacebookfeedsorTwitterfeeds. Social Mediaisapowerful tool thatcompanies
needtostart usingto promote theirproducts.
Many global conglomeratessuchasCoca-Cola,Pepsi,McDonald’s,andApple have use the
advertising. Othercompanieslike Amazonuse customersurveystopromote aproductthat a customer
rate highlywhichalsoisaway of advertisingproducts. The key isthatthe firmmusthave a unified
message when promotingtheirproductinforeigncountries.
Social Mediahas introducedawide arrayof possibilitiestoreachexistingcustomers andnew
potential customers. Marketershave the assumptionthatSocial Mediaisjustforthe younger
generation. While itistrue thata younggenerationlike the millennialgenerationuse Social Media
frequently,othergenerationslikeBabyBoomersandGenerationXuse Social Mediaoftenaswell. “The
growthis notlimitedtoteenagers,either;membersof GenerationX,now 35- 44 yearsold,increasingly
populate the ranksof joiners,spectators,andcritics(Kaplan&Haenlein,2010).
There are manychallengestousingSocial Mediaeffectivelybuttheyalsopresentgreat
opportunitiesforbusinessif Social Mediaisusedcorrectly. AneffectiveIntegratedMarketing
Communicationstrategycanrevolve aroundSocial Mediaasastrategy,however,amangerwouldneed
to understandSocial Mediainorderto use iteffectively.
“Historically,companieswereable tocontrol informationavailable aboutthemthrough
strategicallyplacedpressannouncementsandgoodpublicrelationsmanagers. Today,however,firms
have beenincreasinglyrelegatedtothe sidelinesasmere observers,havingneitherthe knowledge nor
3. the chance-orsometimes,eventhe right-toalterpubliclypostedcommentsprovidedbytheir
customers”(Kaplan&Haenlien,2010).
Companiesare accustomedtocontrollinginformationthattheywouldrelease tothe publicbut
withthe informationatthe fingertipsof the consumers, companieshave tofinddifferentwaysto
advertise theirproducts.
Businessesalsohave the misconceptionthatSocial MediaisjustFacebook,Twitter,andother
websitespeoplewouldpostabouttheir blogs. Social Mediaincludesblogs,contentcommunities,social
networkingsites,virtual game worlds,andvirtual social worldsaccordingtoKaplanandHaenlien(2010).
Each of these mediumscanimpactcorporate firmsinreachingcustomers.
“…Collaborative projectsare trendingtowardbecomingthe mainsource of informationfor
manyconsumers”(Kaplan&Haenlien,2010). Consumersare gettingtheirsource of informationfrom
sitessuchas Wikipediatomake decisionsonproducts.Companiesare beginningtouse wikistoupdate
projectsandinformationthatcan be accessednotonlyby employeesbutalsoanyone whowouldwant
to access thisinformation.
Blogshave nowbecome a popularsource of informationforconsumers. Consumerswillnow
readblogson certainproductswhethertheybe goodor bad. Firmsare realizingthe powerof blogsas
manydisgruntledconsumerswillwrite ablogabouta bad experience withaproductfroma company.
Potential consumerswillreadthese blogsandif theyare negative,itwillhurtthe productbrandand the
companysellingit.
Companiessuchas General Motors,Honda, andKraft have start to write theirownblogson
theirwebsitesabouttheirproductstoreach consumers. Thisisa proactive wayto spreadinformation
to consumers.
4. Contentcommunitiesare social communities inwhichusersshare contentandinformationwith
otherusers. In orderfor companiestobe successful withsocial mediatheymustprovide accessto
everyone,be active withsocialmedia,grabthe consumersattention,be honest,andbe unique.
Firmsalsoneedto choose the social mediacarefully,pickanapplicationormake one,have media
activitiesthatare alignedwitheachother,andhave planthatcan be integratedwillall sourcesof media.
Social mediaisalsoperfecthybridof promotionmix. The internethasprogresssofarthat it isa
tool usedto forcompaniestodirectlytalktoconsumersand forconsumerstotalk to companiesto
expresswhattheywantina product,and whatthe companycan do to improve the product.
Mangers,especiallymediamanagersneedtounderstandconsumers’desireswhileatthe same
time be consistentwiththeircompany’smissionstatementandcompany’sgoals. Alsomanagerswill
needtoincorporate social mediawithanintegratedmarketingcommunicationplanthatwouldbenefit
theircompany. To do thismanagerswill needtoimplementaparadigmthatwouldallow informationto
be exchangedfreelywithconsumersamongstthemselvesandwiththe company.
Managers will needtobe savvy andneedtouse toolssuch as wordof mouth,blogs,and
contentcommunitiestobe usedasa platformtoby consumers butmanagerswill needtodisseminate
the informationbythe consumers. Doingthiswillenablemanagerstocommunicate more effectively
withtheirtargetmarkets.
There are variousstrategiesthatwill needtobe usedbymanagersto developaneffective
integratedmarketingcommunicationplanwhatwill reachconsumersandmeetthe expectationsof the
companythat theyworkfor. Accordingto Kietzman,Hermkens,McCarthy, andSilvestre,Companieswill
needtoanalyze the sevenbuildingblockstounderstandingsocial mediawhichare identity,
conversations,sharing,presence,relationships,reputation,andgroups(2011).
5. Social Mediahas become anecessityforcompanies. Managerswill needtounderstandsocial
mediaandits contentstofullycreate anintegratedmarketingcommunicationplan. Theywillalsoneed
to interpretinformationbyconsumersthroughsocial mediatolauncha successful planandtotarget
marketsmore effectively. Social mediacanalsobe powerful promotionaltool if usedcorrectly. Asa
managerI will use the informationonsocial mediatohelpcreate aneffectivemarketingstrategyand
plan. Social mediahasmade it much easierforeffective marketingmanagerstotargetspecificmarkets
and notwaste time on marketsthatdo not correspondtotheirneeds.
6. Kaplan,A.,& Haenlein,M. Usersof the world,unite!The challengesandopportunitiesof Social Media.
BusinessHorizons(2010) 53, 59-68. Retrievedfrom http://ac.els-
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Mangold,W.G, & Faulds,D.J. Social Media:The New HybridElementof the promotionmix. Business
Horizion(2009) 52, 357-365. Retrievedfrom http://ac.els-
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Kietzman,J.H.,Hermkens,K.,McCarthy,I.P,& Silvestre,B.S.Social Media?GetSerious!Understanding
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Calder,B.J.,& Malthouse,E.C. ManagingMedia andAdvertisingChange withIntegratedMarketing.
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